Times of joy in challenging times
Challenge
In summer 2024, the UEFA EURO kicked off in Germany. Bitburger as the official beer partner of the UEFA EURO 2024 aimed to promote openness and human connection in times of rising hate speech and growing intolerance in Europe.
An authentic campaign for EURO 2024
Solution
The campaign set the tone for the championship. Based on the simple word with a huge impact “Bitte”, meaning “please”, Bitburger invite Europe to “Bitte celebrate, what brings us together”.
At the heart of the campaign a TV commercial was set-up as an eclectic road trip through Germany, backed by a locker-room speech - not for the players, but for the supporters. The speech encouraged fans to celebrate football in their own way: wearing their unique colors, watching games wherever they could, or even asking for a TV at a wedding.
The film was shot without an explicit script, capturing 100% authentic reactions and interactions. Real fans - not actors or models - were featured, ranging from bartenders in local pubs to marching bands and families traveling across Germany for a single game of their team. This unscripted approach highlighted the raw, unfiltered joy and passion of the fans. By showcasing football culture through this lens, Bitburger celebrated the sport’s ability to bring people together in unexpected and meaningful ways, even in difficult times.
Key Facts
"The UEFA EURO 2024 is THE event we are all looking forward to. With Bitburger and our ‘Bitte’ campaign, we are standing closely by the fans and we welcome everyone to join us. Our campaign aims to call for celebrating together, lightness and joy and thus whet the appetite for a great football festival."
CMO
Bitburger
